Engineering Your Sales Process

Engineering Your Sales Process

LSC Workshop
December 4, 2012
© 2012 SKMurphy, Inc. (skmurphy.com) & 1
SalesQualia (salesqualia.com)

About SKMurphy, Inc.
 We Offer Strategy and Customer
Development Consulting & Products
 Our Focus is on Software Entrepreneurs
 We Help Them Find
 Early Customers / Early References
 Early Revenue


About SalesQualia
 Improve Sales Performance. Sell More Stuff.TM
 Coaching, Videos, Advisory, Software, Training
 Twitter: @salesqualia | @scottsambucci
 Web: www.salesqualia.com
 Quora: SalesQualia
 Amazon “Startup Selling: How To
Sell If You Really, Really Have To
And Don’t Know How”


Who’s In The Audience?
 Actively Selling a Product
 In Development, Preparing to Sell
 Considering Starting a Company


Around the Room
 Name / Company
 What Is The Most Important Thing You
Would Like to Take Away From Today?


Our Goals for Today’s Workshop

 Understand Your Customer’s Buying Process
 Understand Your Sales Process
 Tools to Help Move Your Sales Process Forward


Overview
 Customer Buying Process
 Structure of Sales Process
 Top 5 Sales Challenges
1. Cannot Get A Second Call
2. “Go Dark” After Several Conversations
3. Never Ending Beta
4. Deals Stalled
5. Prospect Stays With Status Quo
 Sales Mapping

Customer Buying Process
Many Hats / Many Players
 Buyer: Owns Budget and Decision
 Users: Directly Impacted
 (Dis-)Approvers
 Influence Decision Path
 Concerned with Policy or Process
 Legal, HR, IT, Purchasing, etc..


Four Key Criteria
1. What Critical Business Issue Do You
Address?
2. Executive: Save Money / Financial Impact
3. Manager: Save Headcount
4. Individual: People Time / Cycle Time
Impact


Understanding Their Situation
 Who Is The Buyer?
 May Not Be The User
 Title, Industry, Company Characteristics
 What Are They Responsible For?
 How Are They Measured?
 What Is The Critical Business Issue: Pain,
Problem, Or Need The Buyer Has?


Take 5 Minutes


Share Your Answers


Overview
 Customer Buying Process
4. Deals Stalled
 Sales Mapping

Structure of Sales Process
Sales Funnel

Initial Conversation

Needs Analysis

Evaluation of Options

Resolving
Concerns

Implementation


New Lead / Initial Conversation
 Conversation Type
 Cold Call
 Referral
 Response To Conference/Meetup
 Conversation Is Bidirectional
 Outcome: If Interest, Agree To Next Action
 Schedule It
 Map Out Who Else To Meet


Needs Analysis
 Don’t Pre-Answer Basic Questions
 Diagnose the Problem Together
 Visionary vs. Pragmatic / Mainstream
 Impact of Solution
 Make Yourself a Resource
 Add Value Immediately
 Provides More Opportunity for Follow-up
 Objective: ID Critical Business Issue

Evaluation of Options
 Options  Timeline
 Other Vendor(s)  Decision
 In-House  Business
 Status Quo  Technical
 Implementation Plan
 Reference / Scale Up
 Objective:
 Customer Criteria Identified
 How Does The Process End

Resolving Concerns
 Final ROI Model
 Executive: $ (Profit / Revenue)
 Manager: People Or Headcount
 Individual: Time
 Hard Questions About Time & Risk Good Sign
 Customer Process: Understand, Believe & Act
 Objective: Plan To Make It Work


Implementation
 Three Phases
 Prototype Use
 Pilot Group
 Proliferation / Scaling Out
 Each Should Generate
 Reference / Testimonial
 Case Studies / Use Cases
 Lessons Learned


Implementation
 Its More Than a Purchase Order
 Software License Agreement
 Maintenance Agreement
 Service Level Agreement
 Purchasing (Commercial) Terms & Conditions
 Non-Disclosure of Confidential Information and
Intellectual Property


Overview
 Structure of Sales Process
4. Deals Stalled
 Sales Mapping

Questions for Audience:
Let’s Look At A Sales Challenge
 Situation
 Prospect Company Type / Industry
 Title Of Buyer
 How Do You Know The Buyer?
 Where Do You Think You Are In Sales Process
 What Is Preventing It From Moving Forward?


Top 5 Sales Challenges
4. Deals Stalled


10 Minute Break
 Review Questions For Debugging Your
Sales Challenges


Top 5 Sales Challenges
4. Deals Stalled


Who Has The Challenge
“Cannot Get a Second Call”?
 Tell Us About The Situation
 What Is Their Problem?
 What Is Your Value?


Debugging
“Cannot Get a Second Call”
 First Conversation You Need To Gather
 Enough Info In First Call To Recover And Lay
Groundwork For Next Call
 What Were Dual Assignments?
 What Will Have Changed That Will Advance
The Conversation?
 Revisit Critical Business Issue
 Understand Value to Prospect


Go Dark After Several Conversations?


Debugging
Go Dark After Several Conversations
 Needs Analysis – Elicit Symptoms
 3-minute Test
 Jump To Demo - IQ Test “How Would You
Use This In Your Business”?
 Key Goals / Objectives
 Deliberate Practice: De-brief Each Call
 3 Reasons Why Sale Will Or Won’t Continue


“Never Ending Beta”?


Debugging
“Never Ending Beta”
 No Critical Date
 No Critical Business Issue
 No Formal Evaluation Place, No Explicit
Process
 Wrong Person, Possibly Wrong
Department Or Too Low


“Deal Stalled”?


Debugging
“Deal Stalled”
 May Have Internal Members Who Say No
 May Have A Critical Dependency:
 Another Vendor
 Upgrade To Current Infrastructure
 Look For This In Other Pending Deals
 How Much Time To Reach Impact?
 Not A Critical Business Issue


“Prospect Stays With Status Quo”?


Debugging
“Prospect Stays With Status Quo”
 Is It Still A Critical Business Issue?
 What Is Cost of Living With Problem?
 Was It Ever a Critical Business Issue?
 Your Implementation May Be More Painful
Than Living With Status Quo


Overview
 Structure of Sales Process
 Top 5 Sales Challenges
4. Deals Stalled
 Sales Mapping

Create Your Sales Map
 State Your Objective
 Consider All Possibilities And Outcomes
 Identify Tasks That Lead To Your Objective
 Visualize The Process
 Document What Happened
 Iterate Your Map


Sales Map – New Call


Sales Map – Website Lead
 What is Goal For This Call?
 Assume Prospect Answers:
What Is The First Question You Will Ask?
 List 2-3 Common Answers
 What Will You Say Next?

Take 10 Minutes


Sales Map – Website Lead
Volunteer From Audience
 What is Goal For This Call?
 What Is The First Question You Will Ask?
 What Are 2-3 Common Answers
 What Will You Say Next?


Wrap
 Customer Buying Process
 Sales Mapping


Please Let Us Know How The
Workshop Was For you
 Feedback Card


About SKMurphy, Inc.
 We Offer Strategy and Customer
Development Consulting & Products
 Our Focus is on Software Entrepreneurs
 We Help Them Find
 Early Customers / Early References
 Early Revenue


About SalesQualia
 Improve Sales Performance. Sell More Stuff.TM
 Coaching, Videos, Advisory, Software, Training
 Twitter: @salesqualia | @scottsambucci
 Web: www.salesqualia.com
 Quora: SalesQualia
 Amazon “Startup Selling: How To
Sell If You Really, Really Have To
And Don’t Know How”


Last Slide in Handout


Engineering Your Sales Process

More Related Content

What's hot

Similar to Engineering Your Sales Process

Recently uploaded

Engineering Your Sales Process

Editor's Notes